Personalised Digital Interaction: What really works according to European marketers?

Context

► As a leading cross-channel campaign management solution
provider, Neolane is in touch with thousands of marketers
the world over.

► Leveraging this advantageous position, we decided to run
surveys, questioning marketers about their main
challenges to gather their insights, analyse these and then
share results with them.

► Following the first Neolane Marketing Survey that focused
on social marketing ROI, we looked to analyse how
marketers personalise their digital interactions today.

► More than 600 marketers participated in the survey.

Copyright Neolane - 2012 Neolane confidential 2

About Neolane

► Leading Independent Marketing
Platform Provider Supporting
B2B and B2C Organizations
 $ 44 M revenue in 2011
 47% year-over-year growth in 2011
 350 customers
 250 employees
 11 years experience
 Market recognition: Forrester,
Gartner, Sirius Decisions …
 USA, France, UK, Nordics
• Customers in 12 countries
 Much more than just software:
• Users in 20 countries hosting services, e-mail & SMS
routing, and expert services

Copyright Neolane 2011
- 2012 Neolane confidential 3 3

400 Customers

E-COMMERCE RETAIL TRANSPORT TOURISME SERVICES

FINANCIAL SERVICES INDUSTRY TELECOMS MEDIA PRESS LEISURE


The results, in a nutshell

► 22% of marketers personalise their website in real-time
today… 59% will do within the next 12 months. 3 times
more!

► Only 9% of marketers who do not personalise their website
because they doubt the potential ROI.

► 54% of marketers using web personalisation get a
significant ROI within months.

►
The most efficient data for web personalisation: the whole
customer profile and purchase behaviour

► The top channels to offer a personalised experience
beyond the web: social & mobile


Screenshots of the infographic


Detailed results of the survey


Web personalisation, next year gold rush?

► In 2014: 59% of marketers will personalise their website.
That’s 3 times more than today.

► 37% of marketers plan to personalise content and offers on
their website in real-time. 22% already do it.
Q1 - Do you personalise the content and
offers on your website(s) in real-time?

Yes
19%
44% Planned within the
next 12 months
37% Not planned


Web personalisation, next year’s gold rush?
Country specifics

► Nordic countries, UK and Belgium have more planned
projects than France within the next 12 months.

100% Q1 - Do you personalise the
content and offers on your
90% website(s) in real-time?
80% 42% 39%
46% 50%
70%
Nothing planned
60%
50% Planned within the next 12
40% 33% 42% months
44%
30% 44% Personalise in real time
20% the website

10% 21% 19%
14%
0% 6%
FR ND UK BE

Personalisation of the web experience ROI

► Considering people who do not personalise /have planned
to personalise their website (slide 7):
Only 9% do not personalise because they think the ROI is
not achievable.

Q1 Why? (only for people answering : No, we offer the same content for all
visitors and have no current plans to adopt this approach) in Q1

9% Not confident in the
potential of ROI
35%
No budget

56% Not a priority


Website personalisation: main objective is not
immediate sales but loyalty

► Marketers do not personalise website for immediate
sales, they focus on loyalty and acquisition first.
Q1 - What do you expect from website personalisation? (only for
57% people answering they personalise or they will do it in the 12
56% coming months) Multiple choice
55%
54%
53%
52% 56%
51%
50% 53% 53%
49% 51%
48%
47%
Customer satisfaction Prospect to customers Website visitor to Cross-sell & upsell
& loyalty conversion rate prospect conversion
increase rate increase

The most efficient inputs: the whole customer
profile & purchase history

► Marketers get the most ROI from personalisation based on
the whole customer profile and purchase behaviour.

Q2 - Website personalisation techniques that
25% give a significant ROI according to marketers

20%

15%

10% 19% 19%
14%
5% 9% 11%

0%
Based on Based on social Based on web Based on Based on
collaborative profile behaviour purchase customer profile
filtering behaviour


Marketers still invest with caution

► 29% of marketers invest more than 50K € in website
personalisation efforts.

► 71% are still investing with caution on this field.
Q3 - What budget do you spend or
plan to spend per year for a real-time
web personalisation solution?
11%

18%
45%
Less than 10 000 €
10 000 € to 50 000 €
26% 50 000 € to 100 000 €
More than 100 000 €


An extremely quick ROI!

► 54% of marketers who had put in place real time web
personalisation strategies got a ROI within months!

Q4 - Do you think the investment made
on your website to offer a personalised
experience to visitors provides you a
ROI?

15%
31% ROI is not yet reached
Yes, we get ROI within months
Yes, we get ROI within years
54%


Beyond the web, there is social & mobile

► Email is the most mature channel in terms of
personalisation.

► Social & Mobile, the top promising channels to personalise
experiences, beyond the web.
60%
Q5 - On which other channels do you or do you Already do
50% plan to offer a personalised experience? Planned
40%
30%
54%
20% 38% 40% 40%
31% 33%
10% 19% 20%19% 17%
10% 11%
0%
Mobile push Mobile app Social media PoS Call center Email
content



Q5 - On which other channels do you or do you plan to
offer a personalised experience?
Answers for Mobile app content
100%
90%
80% 44%
51% 51%
70% 56%

60%
Not planned
50%
Planned
40%
43% Done
30% 38% 41%
38%
20%
10%
11% 8% 13%
6%
0%
FR ND UK BE



Q5 - On which other channels do you or do you
plan to offer a personalised experience?
Answers for Mobile push notifications
100%
90%
34%
80%
51% 52%
70% 59%
60%
Not planned
50% Planned
40% Done
63%
30% 37%
32% 42%
20%
10%
12% 10% 7% 3%
0%
FR ND UK BE


Answers for Email

100%
15% 14% 9%
90% 19%
80%
29% 33%
70% 33%
60% 41% Not planned
50% Planned
40% Done
30% 58% 58%
52%
20% 41%
10%
0%
FR ND UK BE


Answers for Points of Sale
100%
90%
80%
52% 56%
70% 65% 66%
60%
Not planned
50% Planned
40% Done
30% 32% 23%
13%
22%
20%
10% 22% 16% 21%
13%
0%
FR ND UK BE


Answers for Call Centre
100%
90%
80%
50% 53% 51%
70% 63%
60%
Not planned
50%
15% Planned
40% 16%
27% Done
30% 19%
20% 35% 32%
10% 19% 19%
0%
FR ND UK BE


Q5 - On which other channels do you or do you plan to offer a
personalised experience? Answers for Social Marketing
100%
90%
36% 33%
80%
47% 50%
70%
60% Not planned
50% Planned
42% 45%
40% Done
36%
30% 41%
20%
10% 17% 22% 21%
9%
0%
FR ND UK BE

Thank you!
Fore more information about
Neolane web personalisation offers:
http://bit.ly/NeoInteraction


Annexes


Objectives of the survey

► Understand how marketers personalise digital interactions
with their prospects and customers

► Share result gathered with our community of customers
and the market


Methodology of the survey

Specificities Target Process

Mayor objective is Neolane contacts Emailing:
creating value added only, no rented November -
content and share it database December 2012
with peers 2 waves of email in
European: French and English
Simplicity: France, UK, Benelux,
5 questions Switzerland, Nordics 2 incentives:
No panel (Denmark, Finland, Ic exclusivity and a
eland, Norway and chance to win an
Sweden) iPad


Emailing

► The
emailing, s
ent with
Neolane
Campaign


Questions

► The
survey,
managed
by
Neolane
Survey
Manager


Personalised Digital Interaction: What really works according to European marketers?

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